Family attraction group Merlin Entertainments has appointed Michael Braithwaite as its first shows director within the organisation’s creative and development department, Merlin Magic Making.
Braithwaite will take up this new role in January 2013 and will be responsible for reviewing show formats in Merlin’s resort theme parks – such as Chessington World of Adventures and Alton Towers – hotels and midway attractions.
He will also be expected to create a strategy to raise the quality of the show content and ensure the entertainment reflects each brand and its audience profile.
His most recent role was as senior producer for the Mayor of London’s Outdoor Festival, which was an event as part of the London 2012 Festival during the London 2012 Olympic and Paralympic Games.
Merlin Entertainments’ group creative director Paul Moreton said: “Shows and live entertainment are a very key part of the Merlin ‘magic’ in our attractions around the world. Michael’s background in theatre, music and major event development will bring new skills to Merlin Magic Making ensuring our live entertainment is world class, and providing yet more memorable experiences for millions of our guests.”